Chemistry. Dubbed "Love Has No Off Season," the contest-centered promotion let fans be paired with Netflix reality stars as their plus-ones to weddings this summer. We'll likely see more promotional activity around the genre throughout the summer, so sellers should contact soon to secure last-minute ad dollars.
So far this year, iSpot reports Netflix has spent approximately $27m on national TV commercials, more than double the approximately $14m spent within the same 2021 timeframe. The streaming platform ended up spending approximately $44.3m on this channel last year, down 29% from the approximately $62.6m spent in 2020. Netflix's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, The Masked Singer, This Is Us and the 2022 Indianapolis 500.
According to Pathmatics, the company has allocated roughly $10.9m toward digital ads YTD, less than half of the roughly $22.4m allocated by this point last year. In 2021, Netflix's estimated full-year spend dropped significantly to $48.1m from that of $96.1m in 2020. Since the beginning of 2022, the company has earned around 1.3b digital impressions via Instagram (51%), Facebook (17%), desktop video (15%), Twitter (7%), desktop display (7%) and mobile display (3%) ads.
Netflix usually targets relatively younger audiences, but the fact that its TV spend is increasing so rapidly while its digital spend is dwindling leads me to believe it's currently targeting older ones, primarily millennials and Gen-X. Kantar data shows Netflix also invests in radio, print, OOH and local broadcast.
Agency & martech readers - We haven't heard of any roster shifts following the company's promotion of CMO Marian Lee TBWA \ Chiat \ Day (creative).